Empathy maps: a tool for assessing tourist needs and motivations.
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Abstract
The study seeks to generate information on the visitor profile of the destination city of Pilar, identifying their needs and motivations through the empathy map. This tool developed by Dave Gray allows segmenting and designing the tourist profile according to their perspectives on: thinking-feeling, seeing, listening, saying-doing, motivations and frustrations. It uses the Design Thinking methodology focused on the needs of the study population. This research is qualitative, descriptive and non-experimental. Data collection was done through digital surveys and the sampling was non-probabilistic. The data were analyzed using descriptive statistical methods, the segmentation of participants by age ranges was performed, five types of tourist prototypes are identified, fictitious names are assigned to humanize the process. For the graphic representation of the empathy map, the responses were analyzed by each category and gathered into key concepts. Common interests among the five segments are identified. The tool facilitates a segmentation and design of the tourist profile based on thoughts, feelings, perceptions and behaviors, promoting a sustainable and empathetic destination. Longitudinal research is recommended to observe the evolution of visitors' needs and motivations.
Keywords: map, empathy, profile, tourist, tourism; Pilar; Paraguay.
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